Why the best salespeople NEVER attach sales presentations to emails
“Companies that embrace technology and data in their sales process will build world class sales organizations that win.”
– Mark Roberge, Chief Revenue Officer Hubspot
So, what’s wrong with attaching sales presentations and proposals to your emails?
It’s like setting up a website without Google Analytics, or going on a date blindfolded.
You miss the feedback they’re sending out through their ‘digital body language’.
You’re not taking advantage of valuable data and as a result you’re missing out on insights that can make some of your most critical tasks more productive, effective, and help you close deals faster.
When you use a tool like Attach to share your documents as links, not email attachments, a whole new level of data becomes available to you that you never knew you were missing out on.
Let me explain.
There are 3 key reason why you need stop attaching documents to emails:
1. Go past email open rates with end-to-end visibility
Serious question: have you ever thought about what an ’email open’ really means?
It could mean they read your whole email from top to bottom 3 times. It could mean they read 2 words then deleted it. It could mean their mail client automatically opens emails (yes it happens).
When you focus on tracking open rates, especially for emails that include high-value documents, you still have zero visibility into what happens on the other side.
Conversely, when you use a service like Attach you get to see the full picture. You know what they read, for how long, where they were when they accessed it and what device they used.
Now you know that they actually read it and can avoid pestering them with the awkward, “did you get a chance to read the presentation I sent over?”.
A potential client is going through your proposal. They might have a few questions they’d like answered, but unless they write them down right then and there, they’ll forget to ask later.
What’s more, they’re never going to be more engaged then at that exact moment. As soon as they finish consuming your document, their interest naturally starts to decline. Time kills deals.
Because you sent this document with Attach, you are alerted that they are now reviewing your proposal.
Using this notification, you can seize the window of opportunity that real-time data gives you. You wait until 2 minutes after they’ve finished reviewing your document, and proactively call them to answer any questions they have at that crucial moment.
And with insight into the journey they took through your document, you get a good sense of what they’re most interested in, and what they skipped over. You might want to emphasize anything important they might have missed, or prepare your talking points based on their interest.
If they spent some time looking at a case study, you know to bring that up when you talk to them.
Lastly, you can see if they share it with their colleagues and who those colleagues might be. This tells you how the deal is progressing on their end.
Now you can stop the guessing game, prioritize and divide your limited time to focus on the most engaged leads.
By understanding their interaction with your content you can follow up at just the right time, and move deals through the sales cycle faster.
Your time is valuable, and as Lori Richardson put it, “you cannot get your time back in sales”.
2. Optimize your messaging
Tracking your documents opens up a whole new world of data. Once you send out the same presentation a few times you’ll quickly start to see patterns of engagement. Now you can find out what is resonating with your viewers, what they skip over, and what content closes deals.
This presentation has been accessed by 15 people and viewed 28 times:
Attach shows us that across multiple viewers, slide 6 is viewed the most, while slide 3 doesn’t get much attention at all. Also, most viewers drop off on the last 3 slides. This tells us 3 things:
- Slide 6 resonates with viewers.
- Slide 3 doesn’t seem very interesting to them.
- We need to iterate on our presentation. This might mean reworking the copy, changing the order, or even removing the last 3 slides and include that information elsewhere.
Armed with this information you can work to maximize their attention and get your message across.
This isn’t figuring out how to cram more information down your customers throat.
This is listening closely to what the customer is telling you through their behavior to give them a more engaging experience.
3. Introducing: Snapchat for email
Do you ever wish that email wasn’t so permanent?
Sometimes you hit send and realize you sent the wrong attachment, or you made a silly typo. Or the document you sent out a few months ago now has old information. You can update it on your website, but that old sales presentation with out of date information is still floating around.
While it’s not quite the Snapchat for email, Attach gives you more control than sending a normal attachment.
How so? Because now you can restrict downloads, set passwords, set an expiry date, and turn off access even after you’ve sent it.
Try doing that with an email.
This might not immediately sound like high priority for a salesperson, but let me give you one more case.
Say you want to send out a sales presentation to a client.
This deck includes special pricing and a unique deal structure. If this falls into the wrong hands, like a competitor, or potentially even worse – another client who is on a different deal – then the side effects could be harmful.
In this situation you might add a password, restrict the ability to download it, and set an expiry date for 2 weeks.
Your information is yours – it should stay in your control.
Don’t let it fall into the wrong hands.
The competitive landscape is tougher than ever. Smart salespeople know they need to leverage technology and data to gain an edge on the competition.
Attach is part of a new breed of software that helps you innovate in ways you never knew you could.
If you’re already sending out business documents today, why not maximize their value and embrace data in your sales process?